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DEFINING INSIGHTS

PromaxBDA Emerging Media Trends: Social TV, Data, Google+

Friday, January 27, 2012 by Rachel Conforti
PromaxBDA event at Definition 6 with ConnectTV
Last night, Definition 6 hosted the PromaxBDA Emerging Media Workshop to talk about trends for 2012.  Presenters ConnectTV, Crimson Hexagon and Google+ talked about what the broadcast community needs to know as they plan for 2012, including how social TV will become more integral into programming, how data (especially social media data) will evolve and the importance for communication planning - right message, to the right audience, at the right time. 
Definition 6 PromaxBDA eventWhat truly came out of the event (besides great networking and an excuse to eat pizza while drinking beer and wine) was that unified marketing is critical to the success of any brand.  Whether it's on-air content, social media or other owned media online properties, by leveraging the data we can now gather, unifiying your marketing message into the proper channels will exponentially amplify your message and increase awareness around your show, promotion, event or any other marketing objectives.

Google+ showed examples of this by using a simple story about a guy who had just visited Boston, and was asked "how was the trip?"  By Google's explanation, the answer is dependent on the person asking the question. If it was the guy's mother, his response would probably be drastically different than the answer he gives to his buddies, or even his co-workers.  This idea of the right message to the right audience and the right time, is exactly how we look at marketing and branding at Definition 6.  Our unified marketing approach is just that - leverages data to communicate brand messages appropriately to its core customers, in the proper environments and at the right time. 

Jonathan Block-Vert at the PromaxBDA event at Definition 6

Thanks again to PromaxBDA for hosting their event here at our offices!

Crimson Hexagon presents at PromaxBDA event at Definition 6


CES: A Window into the Busy Streets of Technology and Our Future

Friday, January 13, 2012 by Michael Sater
My first trip to CES in Las Vegas feels more like the sandstorm that overtook Tom Cruise in Mission Impossible: it came on suddenly and I left blinded, coated with bits and pieces of silicon.



I have only begun processing the whirlwind of flashing lights called CES and though fortunate to have an opportunity to immerse myself in the future of consumer technology, those 48 hours left me with just as many questions as answers.
 
Distraction or enhancement? Tech that integrates social:
We are entering a world where we are connected to friends and foreigners and to the internet, everywhere we go. At CES, I saw dozens of new mobile devices and tablet computers in numerous shapes and sizes. I caught sight of the immediate future where new Samsung TV's and "eco-friendly" washing machines offer “Smart Interaction” — a platform featuring gestures and voice controls and facial recognition. I visited TiVo where they demoed DVR video streaming within their familiar TV interface onto their iPad companion app. I listened to a thoughtful debate on the merits of Social Television by a panel that included Lisa Hsia of NBC, Jean-Pierre Lespinasse of BET and, our very own Frank Radice.


radice at CES
 


Is this a world consumers want to experience?
 
Yes and no. Consumers expect an exciting world of brands and branded content in motion. But what I saw at CES forced me to catch my breath. I thought of times that I yearned for more immediate connections: finding an out of the way coffee shop; learning more about a talented singer on The Voice; researching food choices on my Weight Watchers app; and sharing a story with friends on Facebook. But when I am watching televised drama (have you caught the GOP debates?), the last thing I want is a social ticker scrolling across the screen. When I am focused on well-crafted TV content or a well-written story on Men’s Health, don’t bother me. Technology, content, and social strategies need to be addictive, not distracting.
 
Beware being crowned “King” too soon:
Before leaving for CES, I already understood that all media has become social, and social informs all media. But brands and technologies must have an in-depth understanding of their consumers. Listen to your social audience and speak to them in an appropriate tone. I truly think some of the newest technologies displayed at CES will take off, while others will wither away. But, a line between personal technology and invasive technology should not be crossed! The brands that create poorly designed, overcomplicated, and irrelevant technologies that take away from the experience, don’t do enough “right” and that don’t listen to consumers may find themselves with the next Motorola XOOM Tablet (Winner of the Best in Show for CES in 2011).
 
And yet, CES also showcased how the mobile and Internet revolutions continue to change lives and commerce in meaningful ways. Throughout the convention center the automotive, healthcare, entertainment, online, robotics, and other industries all showcased a present and future of leveraging apps, phones, and tablets to invent new business models striving to better meet consumer needs. The future looks exciting and...exhausting!


CES Panel_Vegas
 

Happy Green Week! Make your check-ins count with the Green Square App for iPhone and Droid

Wednesday, November 16, 2011 by Jeremy Bromwell

On Sunday November 13, 2011 Green Week began and to help support the Green is Universal mission to raise Green awareness and effect positive change to the environment, my company built a new mobile application for iOS and Android devices, Green Square.

Green Square - Splash Screen
My team at Definition 6 was tasked to create the application that would integrate foursquare technology with a “Green” twist.

The Green Square app gives users the ability to easily spot “Green Scenes” nearby and learn site-specific "green" information about the location, or view eco-friendly tips from NBCUniversal talent.  From a user (and foursquare addict) point of view, I love the fact that I can easily see how Green my existing network of friends is, check-in to any foursquare location, and earn custom Green Badges. 

Green Square - Intro Screen If you are a “Greenie” or an eco-savvy person you can also nominate locations to be deemed Green Scenes by the NBCU team from the app.  Of course, for my fellow foursquare addicts, you continue to earn points on your leaderboard and can keep or claim your mayorships by checking-in from Green Square.


By harnessing the power of the mobile, social, and location-based ecosystem, we were able to develop this app as a way for NBCUniversal to build a stronger, more personal connection with its audience during Green Week.

It was a great project to work on with my team at Definition 6, and the NBCUniversal team, and I’m thrilled with the way the app turned out.  In fact, I look forward to new features and functionality that may be added in future releases, taking into account the feedback and reviews we are gathering this week as more and more users download Green Square.

Take a look for yourself, download the app today for free, and see what’s “Green” near you! http://greensquare.greenisuniversal.com


Calling All Mobile Technologists

Thursday, November 10, 2011 by Mark Emery

Has this ever happened to you?  The woman next to you in line at the grocery store -- the one with the full cart standing next to an empty conveyor belt, holds everybody up while she chuckles at her iPhone.  Or the guy in the sedan in front of you who missed the light turning green because he is reading responses to a post he made in a gardening forum -- and will check 19 more times today. 

But there are no honks, and certainly no fingers, because all hands are busy. Busy typing. Busy swiping and scrolling. Busy with slingshots and cranky winged vertebrates and words-they-don’t-know-the-meaning-of with friends. Busy checking in. Busy tweeting out. And very busy searching around

Texting
But let's face it -- it's not him. And it isn't her, either. It is you. And it is me. It's cliché to say we are a distracted people. It is cheap to complain about how our digital lives can lay waste to our personal ones. And it is a sine dicendo to say that when we can't get what we want, when we want it, at the price we want, and where we want it, we are prone to hysterics.

I elaborate more on this in a recent Mediapost article "Why Your Friendly Neighborhood Mobile Technologist Needs a Swift Kick in the Ass."

With the proliferation of tablets, smartphones and other connected devices, we are acccessing content more than ever on the go. So why aren't there more innovative mobile apps or mobile sites that "wow" us? Haven't we come so far that we can at least deliver something that won't make us leave the second we get there because of a fail to load or clunky navigation?

This is not a rant - but simply a call out to mobile technologists and developers to get excited. Get innovative. And to deliver something spectacular.

What the New Facebook Timeline Means for Marketers

Thursday, October 13, 2011 by Ashley Reed
There's been a lot of coverage regarding Facebook's recent changes, but what do these updates mean for marketers?  Overall, the key features that Facebook announced place a huge emphasis on engagement. The key takeaway is that it will be increasingly important for marketers to create and share compelling content and experiences on a consistent basis in order to stay relevant. 

Below is an overview of the main changes and their relevance for marketers.
   
Timeline: Timeline will replace users’ old profile pages, and allows users to aggregate and organize all actions taken on Facebook that matter most to them. Users can highlight important life milestones and group content and actions (videos/photos/posts) with that milestone. It also allows users to edit their timeline, even back to the time they were born. Facebook applications can also display actions taken with that app in the timeline (if user permission is granted). 

What it means for marketers: Actions that are most important to users will appear on the Timeline – think status updates and photos rather than day-to-day actions like ‘Liking’ a brand. These day-to-day actions will be shown in the Ticker (see description below). That means that brands will need to find ways to appear in the timeline, and one way to do that is by creating social applications that engage their audience. 


FBTL
Timeline cover: (increased image space to customize)
Source:  Facebook.com/about/timeline

Social Apps: Social applications allow users to add storytelling into their timeline. Think verbs instead of nouns. Instead of ‘liking’ a band, users can express they are ‘Listening’ to that band; ‘reading’ a book, ‘running’ 3 miles, etc. Additionally, now brands can create custom social actions like ‘flying’ ‘cooking’ ‘drinking’ or any other verb. These apps all utilize Facebook’s Open Graph, and users can give permission for these apps to post their activity on the Ticker and Timeline. 

What it means for marketers: Brands have the opportunity to create social actions through branded applications. The action won’t only say “Ashley ran,” but “Ashley ran 3 miles with Nike+.” All of these actions will appear in the Ticker (see below), but brands can request that the actions appear in the Timeline (increasing exposure). The goal for brands will be to generate frequent actions within users’ timelines.

In addition to creating branded applications, advertisers will be able to deliver sponsored stories against social actions, and even segment for more accuracy. For example, it will be possible to promote to all "listens" from the band Coldplay. The new sponsored stories will only be generated from applications, but advertisers don't need to own the app where the action takes place to target against the behavior. 
 

FBTL2

Example of social apps within a user’s Timeline: 
Source: Facebook.com/about/timeline

News Feed update & Ticker: Facebook updated the news feed, changing how stories are presented to users. The Facebook homepage is now organized by Top Stories and Recent Stories, with Top Stories being displayed much more prominently than recent stories. The first updates that a user will see when logging in are the most relevant posts since their last visit – whether that was 3 days or 3 months ago.
   
Facebook’s algorithm will play a role in determining what are “Top Stories,” but users are able to edit their feeds, either by unmarking a Top Story, or marking a Recent Story as a Top Story. (Screenshot below). Facebook will then learn from this behavior and serve the most relevant content as Top Stories. 
 
FBTL3

Ticker – Facebook has also added the “Ticker” to the top right corner of the newsfeed. The Ticker streams live updates – think day-to-day activities like tagging a photo, liking a brand, commenting, and other Open Graph actions. The thought here is that less important updates are displayed in real time, and don’t distract users from the more relevant stories. Users can join the conversation by clicking on one of the stories in the Ticker.

FBTL

What it means for marketers: Users now have more control over their news feed, so it becomes more important for brands to share compelling content (rich media, like photos and videos, help to naturally boost EdgeRank – Facebooks algorithm). Brands with irrelevant updates will have lower visibly (but will still appear in the Ticker). Facebook's EdgeRank algorithm will play a major role in determining whether brand updates are seen, but branded social applications and sponsored stories can increase the likelihood of a brand message reaching a mass audience. 

FBTL


Here are some resources for more information:

http://www.brandchannel.com/home/post/2011/09/22/Facebook-f8-Timeline-Announcement.aspx


http://mashable.com/2011/09/22/facebooks-changes-marketers/

http://www.brandchannel.com/home/post/Facebook-Timeline-Social-Apps-Branding.aspx

http://www.allfacebook.com/facebook-feedback-loop-2011-09

What do you think about Facebook's changes?  Let us know in the comments below, or reach out to us on Twitter at @ashleyhreed or @accarrino.

Brand Emails on Mobile – Should you care? How do you justify program optimization?

Wednesday, September 28, 2011 by Jeremy Bromwell
Last week I attended a great interactive marketing conference in Indianapolis (and yes, got a side dish of Katy Perry while there!) Of all the things I learned about unified marketing, one of the most interesting sessions I attended was about Email Design in the Mobile Inbox Age.  The presenter was Chris Studabaker from ExactTarget.
Definition 6 team at the Katy Perry concert at ExactTarget Connections conference
The Definition 6 team at the Katy Perry concert from ExactTarget Connections 2011.

Chris answered the question “What is mobile email?” with the following explanation: Email + mobile.

From this perspective a mind shift starts to occur and move away from thinking about designing email templates and brand communcations for a mobile device, or for any singular device at all which makes complete sense.  As a “connected consumer” just think of the places you are likely to consume email content: computer, tablet, mobile come to mind immediately.  Intuitively receipients interact different with messages based on the device they are consuming it on.  
Connected consumers

Will I click through email links (or even load images) on my cell phone? Maybe not.
 
On my iPad? I am likely to click through and browse/shop and even purchase on the tablet.
 
Desktop? Standard behavior applies!



As you’d imagine, we can really easily over complicate the issue and instead of inspiring improvement in a campaign become paralyzed and less clear with our goals than when we started so let’s break this down into a few tips, steps, and data points that will help us actually DO something!

Here are a few images of the data that Chris shared:

Email opens by environment graph


Mobile opens by platform graph


Where do subscribers open graph


Email click through chart
The graphs above were created by ExactTarget and distributed to Connections 2011 attendees.

Now that you know more about the landscape, let’s talk about the solution!  There are three things to consider in crafting the solution: The code (technology), visual presentation (content), conversion path optimization (experience). You must balance all of these with the level of investment and projected return. 


I’m going to focus on the content portion of the solution in this post but feel free to contact me if you’d like to talk more about the technology or the experience!

There are 2 major considerations:
- Small screen
- Touch

The mobile inbox has some different display restrictions that are important to consider with your content strategy.
- Subject Line – Display ~35 characters
- Preheader content – Accommodate between ~40 to ~80 character.

Try the following layout guidelines when you look at how you organize your content.
- Make sure the content is readable on a small screen
- Use a grid layout that you can “train” your subscribers and creators to expect
- Try a single column layout for primary content
- Strong language & visuals for primary call to action (CTA)
- No more than 3 columns for secondary content and beyond

Scaling and Text Size Guidelines
- 22px or more for Headlines
- 16-22px for body copy
- iPhone’s automatically scale up text under 12px

In the end it all comes back to your goals and your audience.  Email marketing gives the sender the great ability to data and easy A/B testing on changes so look into your performance, talk to your subscribers, develop an approach, and test!  That’s the only way our campaigns will improve over time because there is no “one size fits all” solution.


It's All About Engagement: Meeting of the Minds at #iStrategy Atlanta

Tuesday, September 20, 2011 by Bryce Kervin
The iStrategy conference was held in Atlanta last week and brought together an amazing list speakers from Frederick Townes, the CTO of Mashable to Craig Newmark, Founder of Craigslist & Craigconnects. From start to finish, the conference was on fire! Twitter was lit up with the hashtag #iStrategy, and in between panel sessions, the sweet smell of networking was in the air. 
On the first day of the event, a lot of the discussion revolved around social media and how to effectively build a real strategy that was actionable and impactful.  With panelists that ranged from Don Steele, Todd Wilms, and Elizabeth Pizzinato we heard a lot of how they were able to achieve success in their companies.  We heard that most often listening can be more important talking, that authenticity is still a key to success, and that social media is not something you control, but something in which you need to participate with.  Definition 6’s Jennifer Dowd took away another great key point on how to effectively establish a social media practice in a large organization: Raise the social IQ one group at time within a large company. Establish the rules. Do not try to execute a companywide revision of a social media plan because the entire group will not retain the strategy at the same level.
  Michael Kogon moderating an iStrategy panel
We were fortunate enough to have our CEO Michael Kogon moderate an amazing panel on Social Media & E-Commerce. Kicking off the panel was our Social Media DJTM Ashley Reed, encouraging the audience to participate via Twitter and it would pay off...with some amazing prizes, including an HP Touchpad & a football signed by Dan Marino (thanks to Nutrisystem!). Winner of the Dan Marino football

dan marino football
The panel was made up of great companies like Rue La La, Vista Print, Nutrisystem, Sears, and HP UK. Each of the different organizations has taken a different approach to e-commerce and social media by engaging with their consumers on mobile, creating their own content and even leveraging their social channels for charitable causes. Ryan Ostrom, from Sears has taken it one step further to become a media company as well, creating their own content including many how-to videos – their most popular is how to turn a picnic table into a keg.



Panelist Christy Monaghan from Nutrisystem said it’s all about engagement for them, with tons of mobile apps created in the last few months where their users have the ability to track calories, and their diet regiment. Christy even mentioned that they have 70% re-engagement for their droid app alone. Stacey Santo from Rue La La has utlized social media for improved customer service.  So much, in fact, that Rue La La has its own twitter account solely dedicated to this. Depending on your definition of social media, you must do what is in the best interest of an ultimate goal, make the campaign work for you. 

All in all, this event was thought-provoking, insightful and had great networking opportunities (despite the fact there was no soda to be found at all during the breaks!!!) Thanks to the panelists and iStrategy team for inviting us to participate!

Your Name is Your Brand: 5 Steps to Personal Branding

Friday, September 9, 2011 by Frank Radice
So, you've been downsized or made redundant. But you're certainly not ready to throw in the towel.

You've been paid lots of money over the years by some big company where you learned and refined the exact skills they needed you to have in order to make their business work.

Now it's your turn to do it for yourself. But where do you start? You've always had the company to give you business cards, cell phones, laptops, desktops, probably an office or a cubicle, and maybe an assistant and an expense account.

Now it's all gone!

But it's really not if you know what to do.

The most important thing to remember is...Your Name is your Brand!

Your skills are still there and your experience has taught you how to hone them.

Here are 5 practical starting points to get your personal brand going.

1.  Register yourself as a company or a partnership (first name last name company) This is easy to do, but you may have to wait in line at City Hall for a while.
Frank Radice's company business card
2. Get your own URL. (You can lock that down at any number of place like name.com. Own your name if you can with your first name & last name.com (joeschmoe.com). Make a basic web page (you can do that a places like use.com).  Make it simple and use your new URL as the title (JoeSchmoe.com)

3.Get your own e-Mail address appropriate to your URL. firstname@firstnamelastname.com (you can do this for your business at google Apps) (Joe@joeschmoe.com)

4.  Print business cards that are very simple. Your name, your URL, your e-mail address, and your mobile phone number

5.  Start a Facebook fan page and a Twitter Page for your company. Show links to them on your website. Make a Linkedin page and get someone to do a Wikipedia page for you.

After you have populated your sites and pages with your expertise, experiences and some examples of your work (make sure you use video), get out there and network.  

Hand out your cards, talk up what you can do for a potential client.  Get their card....and then...Follow-Up.

A great example of personal branding is the recent campaign by Matt Epstein called "Google Please Hire Me" where he created a website and a video all focused on landing a job at Google.  He even worked his personal brand into the URL playing up the double entendre of "ME" to reference his initials.



TalentZoo also released an article last week entitled, "10 Strategies to Reinvent Your Personal Brand" which outlines many of the topics I touched on above.  In fact, it even further discusses ways in which you can improve your personal brand by being a catalyst or being a source of great knowledge.  In this day and age, you need to market yourself even more to differentiate yourself from the ever-growing talent pool.

Of course you need a strategy and you must understand how to use all of these tactics...but you've got to start somewhere.

Now let's get this party started.

Mobile Marketing Tips from Definition 6's Expert

Friday, July 29, 2011 by Rachel Conforti
Definition 6's very own Mark Emery spoke at the IAB Mobile Marketplace on July 18th, 2011, discussing "Who's Buying...Who's Not...and Why? The Buyer's Side of the Story." IAB's Willow Duttge caught up with Mark after the panel to ask him a few questions.


Mark touched on some very interesting points, including his opinion of when he believes mobile should be considered as part of a client's strategy, how sometimes it is the first screen, and how mobile users relationship is very personal with their devices.  He goes on to say that is "the first thing they reach for when they wake up in the morning and the last thing they put down at night."  He also is seeing more mobile growth beyond just "I need an iPad app."

How are you planning for mobile?  Leave your comments below on what you'd like to see more of in the mobile space. 


Online Beauty Retail: How Birchbox is changing the experience

Wednesday, July 27, 2011 by Natalie Dold
On July 19th, Definition 6 in New York City hosted a great event for the Advertising Women of New York (AWNY) group out on our patio where we gathered to hear Katia Beauchamp, CEO/Co-Founder of Birchbox and Gwen Flamberg, Beauty Director of Us Weekly talk about how the online beauty retail marketplace is changing rapidly and what "subscribing to beauty" means to this new brand.

Birchbox is a gift that just keeps on giving. I think that whether you’re a male or female, we can all agree that there is nothing better than getting a present every month that is chock full of surprises. And, believe me when I say that Birchbox is a fantastic gift.

So, just what exactly is Birchbox you ask? (No, we’re not talking about trees or shrubs here.) We’re talking about a gift that comes in a neat little package to your doorstep every month, and inside this box you’ll find an amazing selection of beauty-related products that are tied to the things that you desire. For a mere $10/month, consumers get 4-5 deluxe samples of high-end beauty products. But, before you get your first box, you will be asked to fill out a beauty profile where you can select the types of products you’re interested in. Birchbox wants to get to know their customers better so that they can help increase the amount of products that are purchased on their site.



Birchbox Beauty Profile



All of the great brand partnerships and products they offer are tied to an online Birchbox Magazine, so that everything matches an editorial calendar with monthly themes to create further Birchbox community interaction online; things like hair issues during the summer, or how to’s for travel.  They’re in the “business of delight” as CEO Beauchamp indicated. They came up with the idea for this kind of online beauty business model because they felt that beauty can’t completely live online. There is a tangible aspect that needs to happen at some point because people want to get their full five senses involved when choosing beauty products.  At first, the founders had to knock on high-end brands’ doors to get them involved and try something new, but now brands are knocking on their door, with a growing client base and over 16,000 likes on their Facebook page. The Birchbox business model also uses social media channel activation, but has that “retro” feel since their product is sent through the mail (that thing called USPS we all forget exists).


Rich media and editorial content about every product and brand they work with is a gold mine of information that sits within Birchbox.com:

 Birchbox Magazine

The products included in the monthly box range from skincare items, to makeup, hair / body products, and fragrances. They’re sometimes full-sized items or they’ll be sample-sized items, but the best part is that if you absolutely adore any of the items you receive, you simply go to Birchbox.com and buy them there. I need to mention as well that they have developed a great loyalty rewards program. As you buy and share Birchbox with your friends, you see $10 gift cards come your way.  

Personally, I’ve been a Birchbox subscriber since January 2011, and they had officially launched only in September of 2010, so I guess you could say that I am an early adopter! Their first year anniversary is coming up here in September, and what a year it has been for Birchbox execs.

Let’s face it. At the end of the day, brands want advocates. Having a strong base of people who love a brand keeps their ideas fresh, alive and moving forward to help drive further adoption. And who doesn’t love samples??



As mentioned, Birchbox was built through strong social media activations, and the Birchbox brand has been growing because customers get their friends involved, and then their friends get their friends involved. This type of crowdsourcing platform is creating a strong momentum for Birchbox that is keeping their acquisition of new customers going up and up. The buzz Birchbox has received all happened organically, and through this organic growth they can now offer the brands they partner with global access to consumers. This is obviously something they couldn’t be happier about, so Birchbox is truly changing the way consumers shop for beauty products online, and I think that we can expect great things from them. I personally trust the Birchbox brand, which is the key to building long-term, loyal customers.



Social Media for a Cause

Friday, July 22, 2011 by Casandra Kate Escobar
Hello.  I am CKE.  This year for my birthday, I decided to forego personal gifts and do something for others.  So, I left shame behind and asked 500+ of my closest friends to join me on Facebook for a Social Cause. The goal was to host my very first virtual party during my birthday month, and raise $500 for an organization dear to my heart.  
Facebook Page
 
Being new to the digital industry, I've been exposed and inspired to do many cool things. Definition 6 offers such great solutions to our clients, such as planning social media strategy, creating voice of brand for clients to engage with audiences effectively, and even developing amazing Facebook apps such as the one for True Blood, Immortalize Yourself, that I could not resist the temptation.  I decided to get close to the action and see what independent results I could stir up for my own cause.

My charity of choice was Infinite Family. INFINITE FAMILY makes it possible for adults around the world, through weekly video conversations, to improve the daily lives and future of sub-Saharan African children affected by HIV/AIDS and poverty. 

As an active member of Infinite Family Connections Council; the news that excites me the most, happens when students are confident, prepared and mentored into passing Regional Tests. A passing score determines if the student will attend middle school. Without passing the test and without a middle school education, the child has NO chance of a secondary education.  For my birthday, my wish was for friends to join me in contributing to the long-term success of these children.
 
Infinite Family
And now the drums roll.  What were the results of the Birthday Facebook Cause?  At first, the responses trickled in before my birthday so I was pretty psyched to see how it would turn out.  However, on the actual day of July 15th, the needle did not move past $200.  How would I ever reach the goal of $500?
 
Cause Page
I had to apply the missing component.  Engagement.  My strategy included personal emails, wall posts, videos, event invites, periodic $$$ updates, and honest communication.  In the engagement, I learned a lot about my friends and was able to really answer their concerns and questions.  The grand surprise came from an unexpected donor who received a forward of my wall post.  The message motivated the donor to match what I was suggesting and they pledged $500 immediately.  Between on-line donations and off-line donations, My Birthday Facebook Cause raised over $1000!

The power of social engagement cannot be denied.  

My desire to promote and contribute to the cause remains vibrant.  If you wish to donate during my birthday month of July, please visit My Birthday Facebook Cause.  

With great gratitude,
CKE

Google+... You know you want to love it

Thursday, July 14, 2011 by Paul Hernacki

I like Google+. +1.
 
It’s interesting to see how many people are almost afraid to say so, stick their neck out, or venture to say this is going to make it. I’m guessing this is mostly because they scrambled to praise Google Wave, and Google Buzz and were later proven wrong. And they were still recovering from Marketer’s PTSD from their ventures into Second Life.
 
But I’m willing to say I think Google+ will be a hit.  Paul Hernacki on Google+

There are so many thinks I disLike and -1 about Facebook: their abhorrent privacy practices, the way they try to decide who my friends are and whose posts I should see, the way they make control over selective posting difficult (the big difference with how Google implemented Circles is usability), the way they make grouping people difficult, their immature handling of API updates, their authoritarian control over brand flexibility on their site, the minimal real estate they offer brands while still applying extensive limitations on use, the fact they insist on it being a destination site instead of an integrated part of your overall web experience, and the fact that I simply don’t trust them. Using Facebook and developing for it feels like a massive step backward in time to the days of AOL and Prodigy.
 
Google+ definitely has a lot of room for growth and improvement. But there’s so much to like. I love having a do-over on my friends list, there are many people I didn’t Friend because I barely knew them but I would connect with them on Google+ and just put them in the circle I felt comfortable with. I love the ease of control over friend/follower categorization and the ease and obviousness of selective posting. I love the ease of export and that it’s termed Data Liberation and Google Takeout, the ease of Circle views is awesome, the very free form posting ability, the fact they have made it an integrated part of your web experience, and not just a destination site with Like buttons funneling to it.  Mashable published a great cheat sheet for Google+ that you can check out, too.
 
It needs a Wall, an iPhone app, and maybe a few Profile improvements. I really want a hashtag equivalent. Lots of work to do on how brands can use it to engage their audiences. Really the main misses in Google+ are what they haven’t yet done but could easily do, what they have implemented I really like.  It lools like a lot of the stuff is already in the works, too as seen on Geek.com article.
 
I have big and pretty well founded hopes that they will be far better about how they handle API updates and major changes for those of us that want to develop for their platform. I believe they will be far more flexible about how they allow brands to build in and around their platform or just incorporate it into theirs. That alone will keep me hoping this makes it. And I think this could be a major Trojan horse for expansion of Android and Chrome market share.
 
I think Facebook will be around and competing for a good while and will remain very relevant. They’ve gained too much market share and mindshare and too many users to just go away. But I think they have a very real competitor. By contrast, you don’t hear Twitter users constantly pleading for a new Twitter or a Twitter competitor. But you hear it all the time from users of Facebook. That’s not a good position to be in, especially when someone the size and caliber of Google actually releases something that’s pretty equivalent and compelling.
 

Infographic: The State of Mobile

Tuesday, July 12, 2011 by Mark Emery
Looking for another lengthy blog post on the state of mobile technology in 2011?

Me neither. 

Here's what the graphic says for those who prefer to read than scroll through an egregiously long infographic:

1) There are a lot of people in the world;
2) Many, many of them have mobile devices;
3) Many, many of them have smartphones;
4) Many, many of them have iPhones;
5) But not as many as you might think
6) SMS is huge;
7) Advertising is huge;
8) Apps are still growing;
9) The U.S. is behind in smartphone adoption and mobile broadband;
10) Most mobile websites still suck*

*This is not actually on the infographic, but still true. Call us, we can help. 

Definition 6 Mobile Growth Infographic 

Vampires, Sex, Flash, Clouds, and Magic

Friday, June 24, 2011 by Paul Hernacki

It's not every day you have the opportunity to work on something that screams cool from almost every aspect. Let me see if I can summarize this particular opportunity: vampires, witches, werewolves, Alan Ball, Anna Paquin, Alexander Skarsgard, Ryan Kwanten, Kristin Bauer, Deborah Ann Woll, HBO, Social Media, Facebook, complex Flash layering, detailed motion design, great creative, great script, personalization in full motion video, high availability, cloud farms, CDN's, open source, high performance where every millisecond in processing counts, and integration with multiple SaaS providers and their API's. TruBlood

That pretty much describes what Definition 6 recently had the opportunity to work on and launch with the hit HBO show True Blood that premieres season 4 this Sunday, June 26th. We helped them launch a Facebook application called IMMORTALIZE YOURSELF that takes a piece filmed exclusively for this purpose featuring many of the famous cast as a bridge between season 3 and season 4 and using Facebook connect you'll find you and your Facebook friends are a part of the video. Some go missing, others apply to be Fangtasia dancers, and you get to be an assassin. You're all featured in the show's famous credits and opening. And when it's all over you can re-do the whole thing but pick which friends you want to be in which roles. And while the concept of using a bespoke video with social aspects may not be entirely new or unique, I feel pretty safe in saying that the level of detail we achieved in the personalization is pretty rare. Everything looks far more a natural part of the video than almost anything done previously. A lot of love went into that effort. The same goes for attention to detail in the performance of the application for something involving so much Flash, video and detailed interactions.

Example of personalization in True Blood videoPlus it's just cool. It's also pretty rare in this business to do something that achieves a 99.9% positive sentiment rating with less than 0.05% technical failures in application delivery. You can check it out for real yourself here. And you can see an example of one of the videos below, this one featuring many of the team members at Definition 6 that worked on this project.

And as an added benefit, I and many of the team members had about 45 days to immerse ourselves in the brand by watching 3 seasons of a show with brilliant dialogue, and a great story that's chock full of fantastic effects, great actors, and plenty of hot vampire sex.

Our thanks to a great client. The True Blood team wrote a great script, and all the video production work and editing was done by HBO Creative Services. As always the cast and crew of True Blood were fantastic in their performances. The marketing team at HBO continues to push the edge with great ideas and non-traditional campaigns. What they have done on True Blood previously and with this piece shows how they combine innovative thinking with creative brand authenticity.

We're lucky at Definition 6 to enjoy a long-standing relationship with HBO, spear-headed by the Managing Partner of our Post-Production division, Rob Ortiz, who has been working with HBO for over 25 years. Rob, our team at Definition 6, and the great Creative Services team at HBO, especially Becca Schader, Chris Denniston and Chris Spencer, all combined to concept, POC, flush out the idea, and drive this piece with Marketing and Interactive. It's fantastic working with people like these who continue to show they are thinking well beyond the traditional 30-second spot on how to engage fans and grow audiences in a rapidly changing landscape. True Blood is rapidly approaching 8 Million fans on Facebook, and it's pieces like this that can change how you reach and interact with those fans.

Waiting Sucks. So go check out the app. And don't miss the season premiere this Sunday on HBO, 9PM EST.


Better Than My Wedding Day

Thursday, June 23, 2011 by Alissa McGregor

Every girl dreams about her wedding day; what will it be like, what the dress will look like, which kinds of flowers will I carry, who has recently pissed me off and is no longer on my guest list? And pretty much by the time a little girl hits about 12 years old, she has her entire wedding planned. Daytime Emmy Awards 2011

Well, I’m not one of those girls. For me, I didn’t dream about my wedding. Didn’t have a clue what it would be like, the shoes I would wear, how my hair would look, veil or no veil. Instead, I grew up flipping through People and Us Magazine and I dreamed about walking the red carpet. What would THAT be like?! how many photographers would be feverishly snapping my photo, how many autographs would I give, what would my dress look like and of course, how many body guards would I require?

After many years of contemplating this scenario, it finally came true this past weekend at the 38th Annual Daytime Emmy Awards! Well, most of it, at least. Let’s start with what DIDN’T happen: to my surprise, I did not have photographers feverishly snapping my photo. Instead, I had my friend, Frank, snapping my photo entirely at my direction and NOT because he wanted to. I didn’t have any body guards, didn’t give out any autographs, (unless you count the ticket I signed at the Bell Desk when I turned in my phone) and I didn’t actually have a ticket to the show.
Alissa McGregor at the Emmy Awards

Instead, I was there to be a Seat Filler. Do you ever watch award shows and wonder why there are no empty seats when someone has just gotten up to receive an award and the cameras pan over the entire audience? Well, it’s because of the extremely important job of a Seat Filler, which I was thrilled to be a part of.

So, with that said, here is what DID happen: I did have a front row seat throughout the entire show. I did sit next to Anderson Cooper, Jillian Michaels, Vanna White and, Susan Lucci. I was smack-dab in front of Gladys Knight when she sang, “That’s What Friends Are For” in honor of Oprah Winfrey and I was close enough to hear Wayne Brady tell the production crew during a commercial break that he was going to adlib the next segment, which threw the production crew into a bit of a frenzy with one of the crew responding, “Just read what’s on the monitor Mr. Brady” – yeah, right. And the most exciting part of all…I DID walk the red carpet…TWICE!

Behind the scenes, the show gets very interesting. There are about 30 seat fillers and as a Seat Filler, you are placed in a holding area in 2 lines at the back of the auditorium. The seat filler crew is dispersed throughout the room with headsets on and at each commercial break the lights go down and the crew orders however many seat fillers are needed. The crew working the holding area will then pull the correct number of people and send them down to the crew member in the seating area to place them into the empty seat.  If the occupant of that seat comes back at the next commercial break, then the Seat Filler gets up and goes back to the holding area and waits for the next seat to fill. Some seat fillers end up staying in the same seat throughout the entire show, which happened to my friend Linda, who was lucky enough to sit with the entire cast of the Young and the Restless and was able to relax and enjoy the entire show from the same seat.
Daytime Emmy Awards 2011
However, before the show began, I was pulled out of the holding area and placed in the front of the line, where my toes were inspected for polish and my shoes were scrutinized from every angle. Perplexed by this, I was wondering if my black, sparkly, shoes didn’t pass the Emmy criteria, when I was pulled down to the front of the auditorium with about 10 other seat fillers and was placed in a seat surrounding 4 actors who were going to tape the intro and the ending of the Emmy show. My job was to sit, clap and chat with the person I was sitting next to, (a dancer in the Cirque Du Soleil Elvis show), as they taped the intro. Once the taping was finished, we all went back into the holding area and watched the stars walk in.

At the 3 minute call for the show to begin, the seat filler crew began to pull and place seat fillers throughout the audience. My first seat was in the second row on stage right. After that, I move two more times both to the front row and remained there until the end.

As the show ended and everyone was walking out of the auditorium, fans were lined up all along the red carpet, yelling names, snapping pictures, jumping up and down. And let me tell you something, if you think Justin Bieber fans are crazy, you haven’t seen anything like soap opera fans. Those women are on a totally different playing field! To the extreme, even, that Susan Lucci travels with a squad of bodyguards because of all of the death threats she receives from extreme fans thinking that she really IS Erica Cane. (And you thought TV destroyed brain cells)…

So, as I was walking down the red carpet with Frank and Linda, and all of the stars, smiling and waving at the crazy fans, I thought, “Screw the wedding day. This is WAAAY better!”

Editor's note: The Friday before the big Daytime Emmy Award show on CBS, Definition 6's senior editor John Tierney received the Emmy at the Creative Arts Awards at the Westin Bonaventure in Los Angeles. It is for Multi Camera Editing for his work on Sesame Street.  Def 6 got a big shout out from the stage and was acknowledged for their great creative contribution to the iconic program. - Frank Radice

Online Video Content: We Take it With Us

Thursday, May 26, 2011 by Darcey Topham
Earlier this week, I attended the BrightcovePLAY Conference in Boston. If you know anything about Brightcove, you know they have something to do with online video. As such, the conference talked a lot about online video, and I’m about to do a little of the same.

We’re going to do a fairly quick, informal poll. Raise your hand if you watch online video? Ok, keep your hand up if you have a smartphone or tablet device? And hands still up, how many of you watch video content from your smartphone or tablet device? Yep, that’s what I thought.

Current statistics state that online video accounts for 50% of all traffic on the internet (which makes sense, considering YouTube is the number two most-used search engine after Google). Those same statistics say that 25 million Americans watching online video also do so from their smartphone or tablet device. Consider this: In 2010, 31% of people own a smartphone, which is up from 23% in 2009. Currently, 8% of the American population owns some type of tablet device, and that is expected to jump to 27% in the next year as more companies release their versions across different operating systems.

So what does this tell us? It tells us that online video, particularly mobile video, is becoming increasingly important for video content generators. Fairly obvious, given the statistics I threw out, right? (Let’s hope so.)

It is no longer a matter of “I want to watch X when I get home”; it is “I want to watch X on my nearest screen.” It doesn’t matter if your nearest screen is a smartphone, tablet, PC or even TV – either way, people are transitioning from delayed gratification of watching when and where media is being pushed to them, but rather instant gratification of watching when and where they are pulling media to their (mobile) devices.

As a content-generator, that means you must work to limit or (even better) remove any barriers that keeps the user from getting to the desired content -- your content. Your mobile content.

Some things to consider: Does your site only render video in Flash? If so, that means you’re missing the nearly 25% of smartphone users that own an Apple iPhone and 75% of the tablet users on an iPad – I don’t know about you, but that doesn’t exactly scream “edge case” to me.

Is your site optimized to be mobile-friendly? Easy to navigate with touch-screen controls? Adaptive bitrate streaming so you deliver the best quality video no matter if the user is on a 3G network or connected to a Wi-Fi hotspot?

This doesn’t mean that you have to change your desktop website experience that was built with a specific experience in mind. It means you can't just expect users to navigate your site as-is from their mobile device. Nor can you create one mobile version and expect it to work on all devices – different operating systems, different screen sizes, and different purpose.

I know, you’re starting to grab your calculator and your eyes are bugging out about how much that is all going to cost. Customization gets expensive. But what is more expensive? Losing out on your target demographic because your mobile experience is cumbersome or not available at all. (And there are great options available for customizing content for mobile devices – Brightcove just launched their new AppCloud platform this week.)

Bottom line? If your video content is not available when and where your viewers want to consume it, and if you don’t make it easy for them to do so, you lose the opportunity. Which means lost revenue.

Customers, Architecture, and Mobile Computing

Tuesday, May 10, 2011 by Ric Williams

The phrase "the more things change, the more they stay the same" has been on my mind lately. Computers have become such a part of our lives that we can’t imagine life without them. Just a few years ago it wasn’t uncommon to hear that Blackberrys called "Crack-berrys," referring to the addictive nature of having email readily accessible. Today we even have a thing called "Computer Addiction" that people can get treatment for.  The children coming of age in this era they are the most informational connected generation we have seen.  Considering the architecture changes, the changing expectations, and rate of adoption the future definitely has a more interactive and mobile look to it from a computing perspective.

I recently read where mobile devices have outsold traditional computers for the first time in the 4th quarter of 2010. Apple has been reporting sales growth while companies like Microsoft, Intel, and other companies are reporting lower than expected returns for the same period. With certain product releases coming in 2011 the anticipation is the sales trend will only continue to grow the gap.  As we see the sales trends change and more companies trying to capitalize we look to anticipate its direction and build products viable for today’s market and tomorrows.

To anticipate the direction we can start by focusing on a brief history of the mobile devices. Consider that Microsoft was an early player in this market. Compaq iPaq’s, HP Jornada’s, and others were touted as Pocket PC’s. Toshiba had one of the first tablet PC’s I remember. It even had a built in camera but the unit was very heavy. Microsoft envisioned "smart devices" and for a while had produced marketing as such. I remember they envisioned the device could be replaced and your configuration auto-magically restored. They had great vision and they dominated the early market. But while they were an early endorser and participant in the mobile field a couple of miss-steps and lack of innovation later they were behind.

It’s arguable that widespread adoption started to change with the acceptance of the Blackberry. Users were getting email connecting in ways they really hadn’t before. It wasn’t long before next up were the expectation to be able to review attachments to email. Having the internet on a mobile device wasn’t far behind that and the expectations began to speed up.  Why? because the adoption rate improved. Users saw immediate value in the functionality of these devices. But devices had different purposes. Blackberry’s did email while pocket pc’s handled calendars and other basic functionality.  I remember at one point having so many devices I felt like a techno-nerd version of Batman. While this was going on Apple envisioned the iPhone. Apple developed the iPhone in quiet and when they released it changed the market.  The change was significant enough that the carrier they worked with to support the device was overwhelmed for a time with new customers. It seemed like overnight they met and exceeded user expectations, and made a giant leap forward. Others began to follow the trend.  

User interface expectations are certainly being affected by changing expectations. How long did companies toy with keyboards until the iPhone changed the game with the popularity of its touch interface? A touch interface for a mobile phone had not been accepted until then.  Apple tried to compensate for users comfort by adding "clicking" sounds to the iPhone. But the hardware wasn’t the only innovative aspect. They innovated software are delivery as well.

The layout of the Apps wasn’t entirely new. Icon short cuts on a desktop have been around in the Mac and Windows worlds for years but the operation or implementation around the apps was. Users were able to use the devices to quickly check what they deemed the most important things.   Another expectation is the speed that these devices are expected to operate at. Long load times are not acceptable.  In addition to load times connectivity has become a key factor as well, a key contributor to the onslaught of the battling ‘G’ advertisements and related devices.  

Delivery handled through iTunes and working directly with the Apple company remains the only way to deploy applications. With the combination of hardware, software and deployment the entire platform was innovative and users liked it.

With a great rate of adoption and renewed interest in the market other players have been working to be more competitive in this market. For example, the Droid and Microsoft’s Metro concepts are two emerging or re-emerging market competitors.  With all the various players history in some ways begins to repeat itself. As they have gained more market share and their sales increased as well technical complexities re-emerge.

We still have a familiar challenge though, remember the old Mac vs PC days? Well we are there with mobile. We see different operating systems, different carriers, lack of interoperability and different devices. Consider that Adobe’s flash won’t run on iPhones. These types of complexity have a strong feeling of déjà vu for some of us. Only now we have added the extra complexity of Different networks carry different devices and different operating systems.

The innovations in both the hardware and software will continue in the space Apple has defined for a while. We are also seeing a repeat of some of the same hardware and operating system issues that have plagued IT for years.  What is different is that the adoption rate is continuing to grow. Watching over the last several months I see more executives and other carrying tablet PCs to meetings instead of the traditional notepad.  

Innovative development on the mobile platform will remain costly in some respects. Developing for multiple operating systems and different devices presents many challenges. What’s different today is that there is more of a drive than in years past to build these solutions. There are and will be tools that enable development for devices as well as across multiple platforms. However, those tools will have limitations and it will be a challenge to truly innovate through them. While working in the native system means developing different code for the same app to work on the different systems. Architecting a solution in mobile has to take into account the various considerations. Companies have to decide if they want the expense of creating an innovative app for the mobile platform or just have an app for the platform. This has a significant cost difference especially if the app has to be deployed to multiple devices.  

As customers decide their goals and directions in the mobile space it will be important for architects to use the tools available to them. The use of design patterns and object oriented techniques will be of paramount importance going forward for the software side of solution.  Creating a scalable solution for the growing functionality needs of mobile users will be critical. Considering that the hardware of the PC has evolved at a much slower pace scalability will have additional challenges in the mobile platform.

Creating a scalable solution is more challenging with the frequent release of devices and the secrecy surrounding them. Many of the tools on a mobile device have been tools available on a traditional PC. Going forward the hardware is starting to move into truly new areas.  For example, talk of the iPhone 5 and the capability of it having Near Field Communication capabilities have been going on for months. Talk has already started about functionality of the iPhone 6. Architects will be able to help customers prepare for not only the next deployment but the one after that.

The mobile environment is a market that companies cannot continue to avoid as it has passed the tipping point of adoption. But those same companies have to realize where mobile is in it maturity. Companies will not be able to build an app, deploy it, and then forget it. These apps are living in an every changing world and will need maintenance to continue operating effectively.  The architectures supporting the apps and contained within the apps must be able to scale to meet these needs.

The mobile environment is changing frequently and stepping forward in leaps we haven’t seen in a while. Developing solutions for customers means considering all the factors and leading them to understand the environment. Bobby Knight is probably as polarizing a figure in college basketball as there is. For all the negative about him later in his career, he is regarded as a great teacher of the game. It’s one of those lessons that really apply here. He said, I am paraphrasing, "we have to focus, by focusing it allows us to notice trends, recognizing trends allows us to anticipate, and that leads to action."

 

Supermoms Think Smartphones are Better than Lollipops

Thursday, May 5, 2011 by Jennifer Davidson Dowd
The statistics around being a mom these days are mind-blowing, and the job description is downright daunting.  If you are a mom, you're the CEO, CTO, CFO and CPO (Chief Purchasing Officer) of the family.  Luckily, smartphones are helping us with our daily juggle.

Both my three and five year old know how to use my smartphone.  They know my security code, they know how to access their games, and the Netfilx app to watch their shows.  My three year-old can enjoy photos of himself pretty much the entire time I prepare dinner, which is very helpful.  Babycenter did a study on mobile moms and found that 80% of us let our kids play on our smartphones, and 22% of the apps on our phone are for our kids.

My smartphone helps me relax and keeps me informed, from perusing my favorite news sources to connecting me to home when at work.  While at the iMedia iMoms conference this week, my very own mom sent me video and photos of my kids, greatly reducing the guilty-mom-syndrome I experience when traveling for work.  When my raucous three year-old went careening into the bedside table after a leap off the bed and split his lip open. I felt pretty guilty I missed that one, but at least I had my smartphone so I could do a mobile diagnosis.  Mom knows best, after all.

The same Babycenter study also cites that 45% of us confirm that our smartphones decrease our stress and gives 27% of us a sense of calm.  That’s what friends are for!

My smartphone is second only to lollipops in diffusing an escalating inner-sibling altercation (giving your kids lollipops to diffuse a situation is one of things you say you will never do until you become a parent) and that’s only because I don’t have two smartphones.  I wouldn’t be caught dead with only one lollipop. 

Neflix App

Smartphones empower us, they give us new ways to research products, they connect us with family, friends, and of course our favorite brands. Serve us the content we need to research all the decisions we need to make on a daily basis and we will thank you.  According to the BabyCenter study, 46% of moms will take action after seeing a mobile ad on our smartphones and moms account for a $1.7 trillion dollar consumer market.  We depend on our smartphones – we are there, so our brands should be, too.  

Now, who wants to go make the mother of all branded mom apps to finally take down lollipops once and for all?

I'll leave you with a few mind-blowing Mommy stats

•    93% of moms manage the health and well-being of their entire household
     - Babycenter

•    Moms with a full-time job spend 13 hours working at the office or at home on family chores
•    Diaper Changes: 7,300 by baby's 2nd birthday
•    Diaper Changing Speed: Moms take 2 minutes, 5 seconds (adds up to 3 40-hour work      weeks each year!)
•    Giving Attention: Preschooler requires mom's attention once every 4 minutes or 210        times/day
•    Taking Care: Preschooler moms spend 2.7 hours a day
     - happyworker.com

Happy Mother’s Day!

Architectural Diary - Refactoring Minefields

Monday, March 28, 2011 by Jonathan Taylor

Change sucks. I’ve heard the glib rhetoric and seen the shiny happy bumper stickers proclaiming the staunch opposite. They're often paired with an equally shiny sticker of a cat skeleton with a smiley face stuck to the front of it. "Change is good," but apparently not for the cat.

Now, I’ll admit, for some things, change is a genuinely welcome event – underwear, socks, cat litter, and most immediately my empty pint glass come to mind. However, with web application development change sucks! Change means long nights rolling in new code to replace old. Change means endless cycles refactoring someone else’s code, often on shoestring documentation and littered with dependencies you don’t know about until you trip over them. How often have you fixed one bug and 3 more pop up? Poorly written code, like it or not, is a fact of life.

Blame it on too many requirements in not enough time, or whatever you want to, but the sad truth is most developers build what they have to without thought of what it takes to support it once it’s running. If it’s your task to have to go back in and add a new feature or change existing functionality, yeah, change sucks. And the number one culprit in contributing to code sucky-ness is dependency. Updating heavily dependent code is like planting corn in a minefield, you might get a few new stalks in ok, but it’s only a matter of time before something’s going to blow up.

So, how can we, as developers, do eachother right and make sure the code we write won’t blow somebody’s refactoring effort to smithereens? Especially if it might actually be us doing the refactoring? Limit dependency in our own code! Right! Ok, so how exactly do we do go about building projects that aren’t refactoring minefileds? Glad you asked.

The easiest way to reduce dependency between two pieces of code is through a façade. Let’s go with an example. Take a look at the code in Segment 1.

Code Segment 1.

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String thing)

        {

            //process thing

        }

    }

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Pretty standard stuff, right? A simple Caller class that instantiates a version of our Example class, then calls the Example class’ DoSomething() method. Pretty standard, you’ve probably written hundreds of similar code sets. But what if we had to update DoSomething()’s code to include some new functionality once it had been pushed into production? We’d have to change both our Example class, our Caller class, and anybody else that was dependent on Example to do something. Total pain.

Now, there are lots of ways we can reduce our caller class dependency in our example class. We could setup a factory to handle the instantiation of the example class, throw in some dependency injection, or heck, even define an interface we could program all our caller classes to [Love interfaces. Love them. Separate declaration from implementation in one easy step. But sadly, it’s another post…JT], but our intent here is relate to you just how easy it is to separate the declaration of our DoSomething() method from its processing through a simple façade, and in so doing significantly reduce the dependency any class implementing our Example class has to deal with. Let’s get to it.

What we’re going to do is use a really easy implementation of the Façade Pattern which Microsoft itself uses extensively throughout its .NET framework – a Non-Virtual Interface (NVI).

Oooo. Aaaahh.

Ok, big name for really simple solution to break dependency between entities. Basically what an NVI is a public method declaration that calls a private internal method to carry out its processing. I know, sounds too easy right? Right! It is! But what it does for us is cleanly separate declaration from implementation.

Oooo. Aaaahh.

Ok, I’ll stop, but this is wicked cool stuff. Check out Segment 2

Code Segment 2

    class Example

    {

        //Default constructor

        public Example()

        {

 

        }   

        //Public method

        public void DoSomething(String something)

        {

            DoSomethingElse(something);

        }

        //Private method to do processing

        public void DoSomethingElse(String somethingElse)

{

            //process something else

}

    }

 

    public class Caller

    {

        String stuff = "stuff that needs to be done";

        Example xmpl = new Example();

        xmpl.DoSomething(stuff);

    }

 

Again, it looks too easy, doesn’t it? In fact, if you don’t stop to think about what this code is doing for us, you’ll miss it, it’s that easy. Say we had to support some new corporate mandate in our DoSomething() method once it had already been released? [We have to log everytime someone does something! Log it! Log it I say!] Well thanks to our tidy NVI, all we have to do is go into our code, and add the new logging functionality to the private DoSomethingElse() method, and we’re done. Done! Our Caller class doesn’t have to be touched because its method call into DoSomething() hasn’t changed!

It’s starting to make sense, right?

So, exposing a public interface which calls a private implementation is the core of what a Façade Pattern is, and a Non-Virtual Interface is a neat trick you can use to keep your own code separated and dependency-Free.

Oooo. Aaaahh.

Sorry, couldn’t resist. Imagine how much easier your refactoring efforts would be if all your existing projects implemented NVIs throughout their codebase? Would certainly reduce the number of senseless refactoring minefield injuries, wouldn’t it? Oh yes it would.

Life might acutally be pretty good. Change would still definitely suck though.

Top 6 things to love and hate from SXSW 2011

Tuesday, March 22, 2011 by Paul Iannacchino
I thought for a hot second about writing the "here's my thoughts from SXSW upon returning from SXSW" blog - instead, I'm going for the tried and true list of the things I loved (and hated). It's so much more convenient. Besides, haven't you read enough blogs on the many marketing merits of Social Media, the tenets of context in content, the game layer and the 9 million apps vying for the title of "The Foursquare of 2011"? I know I did. On to the list!

NUMBER 6

LOVE this. http://ogilvynotes.com/ Not only a great concept - they brought it to life via some talented illustrators that would turn a given panel into an illustration, bringing the broad concepts of the panel discussion to life visually. Brilliant. Tumblr wins again. Nice work.

HATED the panels, for the most part. It was actually a common theme in discussions throughout interactive. Whether outside a panel, in a bar, at lunch, in a bar or at one of the many co-branded parties, lounges and kiosks - the feeling was that the panels were more than ever talking at the audience without really engaging them and not delivering much beyond common knowledge. I took very little away from those I attended. It was a bummer. I actually sat in a panel about marketing to influencers (apparently a new concept to the 500 or so in attendance) at which the moderator kicked off by asking, "raise your hand if you work in social media"…the entire room did apparently. I left after the first panelist reminded everyone not to forget about those consumers in between the coasts that buy stuff. Yikes.

NUMBER 5

LOVE the people. Last year, I left Austin feeling inspired, energized and entertained, especially by panels like Web Video Thunderdome (were those guys here in 2011?). This year, I left feeling the same but as I mentioned above, not because of the panels, because of the people. It really is the best thing going at SXSW. I can't think of another venue where so many people from so many divergent backgrounds just want to meet, and talk, and drink Shiner (or pitch an app?!). You can't help but meet people in the elevator, out to lunch, in a cab…it was great. My liver hurts but it was well worth it. The people are the conference.

HATED all the apps. The quest to be the Foursquare of 2011 was in full effect. There were apps everywhere, literally. Group Me, Mogwee, Livetap…can the world possibly need, or hope to sustain, this many apps? I would argue no. But, if you say yes, I have an app I'd like to pitch you! There's no better example than Hashable. At dinner someone showed it off as a must have. I don't get it. Why do I need this hash tag aggregator? However, this turned into a great little poll I conducted all week. Can you pitch me Hashable? No one could. Not one person.
TRUE STORY: I shared a cab one day with a fellow on his way to ironically…wait for it, The Hashable Party. Nice guy. We had a great chat that of course ended with my question: can you pitch me Hashable? His response? "Well, yeah (beat) I should be able to because I invested in it. But no. No, I can't". BOOM! Winning. I think I'll passable.

NUMBER 4

LOVE what R/GA did with the many, many platforms being used @ SXSW. They created Social Media Hell. Pretty genius. The seven deadly sins on blast in Austin make a perfect competition for Dante's lovely, lovely inferno. Check it out…who wouldn't want to become the Mayor of Hell?

HATED the new venue format that dispersed the panels all over town, but did so by genre or subject…sort of. It was a little vague and confusing actually and a total bummer that really interesting talks were happening all the way out at the ATT convention center. You really missed the opportunity to see a cross-section of the best of the best within walking distance due to this. I hope SXSW looks into how successful this move to segment was - people seemed pretty put off by it.

NUMBER 3

LOVED the band THE BLACK ANGELS. Caught them at the ETSY party and stayed for the entire show. It's rare to see good music before the music conference gets going - and even then - it's just so rare to stumble upon something like this. Bottom line, I woke up the next morning an bought the LP. Yes, I paid for their music. You should too.

HATED the hours. Man am I old. This is one epic run and it's a marathon, not a sprint. Everyday my disco nap was thwarted by a text or a tweet or that damn Group Me. Hey, Group YOU, buddy!

NUMBER 2

LOVED the Mapquest road trip to Salt Lick. I still feel like I need the non-marketing event Salt Lick BBQ experience, but gosh-dangit…they can cook up some meat! Still perplexed as to why not a single attempt by Mapquest to speak to a captive audience and explain why we should all like their shiny new rebrand and dump Google maps? But, I digress.

NUMBER 1


I <3 The Social Media Clubhouse. Of all the great panels not chosen for SXSW 2011, they picked mine! The panel, 99 Questions and Viral Ain't One of Them, was a great opportunity to discuss the work we did on The Coca-Cola Happiness Machine - and we were live on twitter to boot! I thank SMC for the hospitality. Even though it was off the beaten path in Austin, it was worth the trip. It's really a genius idea that I hope they do bigger and better next year. I would do it again in a heartbeat. If you dig it, share it. Thanks SMCH6!


 
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